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AI-driven search, zero-click results, and the rise of “AI Engine Optimization” (AEO) are starting to change the rules for how hotels get found

Converting an OTA booking into a direct booking guest isn’t just smart marketing; it’s essential for your long-term profitability

For hotels, that means ensuring your website works seamlessly for everyone who wants to explore, book, or connect with your property

Studies show travelers view more than 100 pages of content before booking. At the same time, most people are not satisfied with current planning tools

Guests are used to one-tap payments or locally trusted methods for most things online. When your booking journey feels rigid, OTAs instantly seem easier

Your OBE doesn’t just capture bookings, it convinces lookers to book. Here are some impactful ways to get your booking engine winter ready to drive bookings

If your pricing, visibility, and demand decisions are dictated by OTA behavior, you have lost control of the wheel. Common red flags include:

The hotel industry keeps trying to win the direct booking battle on tangible grounds, but these tactics rarely move the needle

Strategic hotel lead nurturing closes the gap between interest and revenue, transforming casual inquiries into committed stays

More hotels are turning to personalized marketing and exclusive family offers to capture attention and drive direct bookings